Case Study
PMG revs up performance at a lower CPA for automotive services client
“Quantcast allows us to reach a highly qualified audience while providing strategic insights on new potential audiences, consistently exceeding performance goals.”
Maame Sarpong Duah, Programmatic Senior Associate, PMG
More leads (with evergreen display ads)
More efficient CPA than other partners
PMG is a marketing solutions and technology company that helps the world’s most iconic brands connect with humans through media, strategy, creative, and insights.
Industry
Agency
Brand
Automotive Service Center
Product
Cookieless, Quantcast Advertising Platform
Challenge
PMG, named Digiday’s 2024 Independent Media Agency of the Year, combines media, strategy, creative, and insights to solve their customer’s biggest challenges. Their client asked them to run a full-funnel campaign utilizing both historical campaign performance data and real-time data to optimize targeting. They wanted to find vehicle owners in need of automotive services and drive appointment bookings at a lower cost per acquisition (CPA).
Solution
To help them find their ideal audience in both cookie-based and cookieless environments, PMG used Quantcast’s lookalike modeling based on conversion pixels along with Quantcast’s Interest-Based Audiences (IBA). Rather than limiting parameters to industry-specific keywords and categories, PMG ensured that they connected with the audience most receptive to their client’s services, wherever they were on the open internet. PMG leveraged prospecting and retargeting within a single ad set to allow platform algorithms the opportunity to optimize. With access to granular audience insights and real-time data, PMG could help their client to understand performance trends and make adjustments to the campaign as needed. Time-to-convert analysis also offered insights into tailoring campaign flighting, distinguishing between evergreen approaches and targeting various stages of the funnel.
Results
After shifting to an evergreen format of running display ads, the client saw up to 7x more leads quarter over quarter. Display CPA was 27% lower than the previous year, an improvement that PMG attributed to a larger allocation of spend going to the Quantcast Advertising Platform. Quantcast’s retargeting generated the top CPA across all display campaigns and was 44% more efficient than benchmark. On average, campaigns running solely with Quantcast generated 15% more efficient CPA than benchmark and 19% more efficient CPA than other partners.
From Insights to Optimization:
PMG found Quantcast’s audience insights to be extremely valuable, enabling them to optimize their client’s campaign with agility. The client frequently requested data related to HHI, age, gender, and geo performance, which they used to refine their targeting and expand reach. Keyword and category/interest reporting, especially on high indexing interest, was also extremely useful for optimization.
